A NEWSPAPER AND A DIVORCE PLEASE
With the incoming Legal Services Act coming into force in 2011, otherwise known as 'Tesco Law', QualitySolicitors had stolen a march by looking to give the legal sector a retail makeover. They approached Octopus to help launch their new legal retail concessions within WHSmith stores nationwide. They wanted a high octane burst of publicity to announce their plans and recruit new franchisees.
Octopus developed a targeted campaign using the 'newsagent meets solicitors' angle to grab attention and highlight the disruptive nature of the QualitySolicitors offering. This involved talking about the changing nature of the legal sector and positioning Craig Holt, QS, CEO as a commentator on the changing nature and consumerisation of the legal market.
Blanket national and broadcast coverage on the day of the announcement with many outlets using our 'newspaper and a divorce' headline to great effect. Coverage included The Times, Daily Telegraph, Daily Mail, BBC Breakfast, BBC Radio 4 You & Yours and Retail Week. There were 23 top tier pieces on the day of launch and 2,228 mentions on Twitter.